Profitable photography packages: A comprehensive guide.

October 3rd, 2023
image shows three portraits, each with a description of an example photography package and pricing; length of session, how many images are included, and price.

As a professional photographer, you know the importance of creative photography packages. Most clients have a vague idea of ​​what they want but don’t know much about the technical details and what to expect. Photo packages help your clients see the details of the services to be delivered and are ideal for maximizing sales in today’s competitive market. They offer a simplified approach to selling products and services, increasing perceived value, and providing opportunities for upselling. In this article, we learn the importance of photography packages and how to create and price popular packages, ultimately helping you boost your revenue and profitability.

Creating effective packages.

  • Understand your clients: The foundation of successful photography packages lies in understanding your clients’ needs, preferences, and budgets. Tailoring packages to their unique requirements not only enhances their experience but also boosts sales and fosters long-term relationships.
  • Offer versatility and customization: Create tiered packages with different services and product inclusions, allowing clients to choose what suits them best. Offer optional add-ons for customization to create upselling opportunities.
  • Highlight value and benefits: Use compelling descriptions and visuals to communicate the value of each package. Bundle services and products together to add value, and share testimonials and success stories to build trust.
  • Optimize pricing strategies: Consider pricing strategies such as cost-plus pricing, value-based pricing, bundles, tiered pricing, and limited-time promotions. Choose the strategy that suits your target market.
  • Promote and market effectively: Use social media, email newsletters, and your website to promote packages. Partner with complementary businesses for cross-promotion.
  • Regularly evaluate and adapt: Continuously monitor the performance of your packages and determine which ones are the most popular and profitable. Stay current with industry trends and emerging photography styles to ensure that your packages remain relevant and attractive to your target audience.

Use clear and concise communication.

  • Use detailed descriptions: Clearly describe the services, products, and any limitations associated with each package.
  • Visual aids: Use images or visual representations of your products and services included in each package. 
  • Pricing transparency: Be transparent about any additional fees or taxes that may apply so that clients can accurately budget for their investment.
  • Terms and conditions: If there are specific terms or conditions related to package inclusions, such as time restrictions or usage rights, clearly communicate these to the client.
  • Provide contact information: Make it easy for clients to contact you with their questions or clarifications. Responsive communication can further enhance the customer experience.

Why is clear communication so important when offering photography packages?

Clear and concise communication about what is included in each photography package is essential for several important reasons.

  1. Manage client expectations: When clients see your photography packages, they should have a clear understanding of what they’ll receive for their investment. Clearly outlining what is included helps you meet their expectations and reduce the risk of misunderstandings or disappointments later.
  2. Build trust: Clear communication builds trust between the photographer and the client. When clients feel they are getting exactly what they paid for, it creates a positive and trusting client-photographer relationship, which can lead to repeat business and referrals.
  3. Avoid misunderstandings: Ambiguities can lead to misunderstandings and potential conflicts. If a client believes they are not receiving services or products included in the package, it can lead to frustration and disappointment. Clear communication prevents these situations.
  4. Facilitate efficient decision-making: Clients often compare different packages to make an informed decision. Clear and concise descriptions of add-ons make it easy for them to compare options and quickly select the package that best suits their needs and budget.
  5. Create upselling opportunities: If clients understand exactly what is included in a basic package, it’s easier to demonstrate the value of upgrading to a higher package. Effective communication of inclusions can lead to successful upselling opportunities.
  6. Display professionalism: Clear communication reflects professionalism. This shows that you have carefully designed your plans and that you care about providing your clients with a simple and honest experience. 

man in grey shirt facing woman in grey floral dress, their foreheads touching

Pricing strategies for your photography packages.

Each of these pricing strategies has its own benefits and considerations. The most effective strategy for your photography business depends on your target market, services, and competitive landscape. Regularly evaluating your pricing strategies and adjusting them as needed can help you maximize profitability while providing value to your clients.

Cost-plus pricing

Cost-plus pricing involves calculating the total expenses incurred in delivering a specific photography package, including the cost of time, equipment, prints, and any other applicable costs. Once you have a clear understanding of your expenses, you add a desired profit margin to determine the package price. With this strategy, you not only cover your costs but also generate a satisfactory profit. It’s particularly useful for maintaining financial stability and ensuring you’re compensated fairly for your services.

Value-based pricing

Value-based pricing focuses on understanding the perceived value of your photography services and packages from your clients’ perspective. It involves pricing your packages based on what your target market is willing to pay for the quality, expertise, and unique offerings you provide. This strategy often allows for premium pricing as clients recognize the exceptional value they receive. To successfully implement this strategy, you need a deep understanding of your client’s needs and preferences, and the ability to articulate the unique benefits of your services.

Bundling and savings pricing

This strategy leverages the appeal of bundled packages to entice clients into purchasing more services and products than they might have considered individually. By offering discounts or incentives for choosing larger packages or adding extra items to their order, you create a sense of value and savings. This approach is effective at increasing the average sale per client because it encourages clients to invest more in their photography experience while getting a good deal.

Tiered pricing

Tiered pricing involves creating multiple package tiers, each offering different levels of service and product inclusions. These tiers are priced progressively higher, encouraging clients to choose more comprehensive packages as they move up the tiers. This strategy caters to clients with different budgets and needs while increasing overall sales. It allows clients to self-select the level of investment they are comfortable with, ultimately maximizing revenue by offering options that cater to a broader client base.

Limited-time promotions

Limited-time promotions are a short-term pricing strategy used to stimulate demand during specific periods or events. By offering discounts or special pricing for a limited time, you create a sense of urgency and encourage potential clients to make a purchase decision quickly. These promotions are particularly effective for attracting new clients or filling gaps in your schedule during slower seasons.

A La Carte pricing

A la carte pricing provides clients with the flexibility to customize their photography packages by selecting individual items and services. Clients pay for each component separately, which allows them to tailor their package to their specific needs and budget. This strategy is beneficial because it caters to clients seeking a highly personalized experience. It can also lead to an increase in overall sales as clients choose additional items and services based on their preferences. Transparency regarding pricing is key to ensuring clients fully understand their choices and costs.

Subscription or membership pricing

Subscription or membership pricing models require clients to pay a fixed fee, typically monthly or annually, to gain access to exclusive benefits, discounts, or photography services. This strategy provides a predictable revenue stream, increases client loyalty, and encourages repeat business. Clients see value in the ongoing relationship and the benefits they receive, making them more likely to remain engaged with your services in the long term.

Value-added pricing

Value-added pricing aims to increase the perceived value of your photography packages by including additional bonuses and add-ons. For example, you can offer a free engagement session, a complementary print, or a digital gallery for sharing photos with friends and family. These extras increase the overall appeal of your packages, making them more attractive to clients and potentially justifying higher prices.

Types of photography packages.

There are two main categories of photography packages. By offering both types of packages, photographers can meet a wide range of client preferences and needs, increasing their market value and revenue opportunities.

Service and product packages

Service and product packages are comprehensive photography offerings that combine your skills and expertise with tangible products, providing clients with a holistic photography experience. These packages typically include a photo session or event coverage along with physical products such as prints, albums, or other customized items. Examples of these include: 

  • Wedding photography package: A main example in this category, a wedding photography package often includes coverage of the entire wedding day, engagement sessions, and a range of physical products, such as a beautifully designed wedding album, prints, and digital files.
  • Portrait package: Portrait photographers often offer service and product packages that include a professional portrait session, a selection of high-quality prints, and digital image files. This allows clients to both capture memorable moments and obtain physical keepsakes.

Product-only packages

Product-only packages, on the other hand, focus solely on delivering tangible photo products without additional photography services. These packages are popular among clients who may have taken photos themselves or worked with a photographer separately but seek professional prints and products. Examples of these include: 

  • Canvas print package: This package typically includes canvas prints of various sizes with images chosen by the client. The photographer focuses on printing, mounting, and delivering these premium-quality artworks.
  • Photo album package: Often chosen by clients who have digital photos from an event or session, a photo album package offers professionally designed and printed albums to showcase their photos in a polished and tangible format.

female volleyball teammates about to high five after scoring

Here are some popular photography packages you can offer with examples. 

Senior session package

Senior portrait photography is a unique genre that captures the essence of a key moment in a person’s life. To create attractive senior session packages, you need to understand the desires of seniors and their families. 

  • Basic senior package: Offers a basic package that includes a senior portrait session at a location of their choosing, a specified number of outfit changes, and a selection of digital photos. This is designed for price-conscious clients while still remaining a treasured keepsake.
  • Senior experience package: For clients seeking a more comprehensive senior portrait experience, you can design a package that includes multiple sessions throughout the year, including seasonal sessions. Integrate premium features like a premium album or a custom photo app that lets them share photos with friends.

Sports team package

Photographing sports teams requires a unique approach that emphasizes group sales and maximizes the value for both the team and individual players.

  • Team photo package: Create packages that offer team photo sessions, individual player portraits, and customizable team photo products such as posters, trading cards, and digital downloads. Offer packages that encourage the entire team to purchase together, fostering a sense of unity and shared memories.
  • Championship package: Design premium packages that include not only team and individual photos, but also action shots from games throughout the season. Compile these images into a book or album that captures the season’s highlights, creating a treasured keepsake for the team and their fans.

Newborn package

Newborn and infant photography packages are designed to meet the individual needs and preferences of new parents.

  • Welcome to the World package: Create a package that includes a newborn photoshoot, design and printing of birth announcements, and a baby’s first-year album to document milestone moments. With this package, parents can enjoy a complete photo experience from birth to the child’s first birthday. 
  • Baby and family package: Since newborns are often the heart of the family, offer packages that combine newborn and family portrait sessions. Include prints and a photo book showcasing both the baby and the family’s journey, making it a truly heartwarming keepsake.

Engagement/wedding package

Engagement and wedding photography packages require careful planning to capture the magic of these important life events.

  • Engagement session package: Create packages that include an engagement photoshoot, specially designed appointment cards and a selection of prints for guests to sign at the wedding. This offer helps couples celebrate their engagement and begin their wedding journey.
  • Complete wedding package: For comprehensive wedding coverage, offer packages that include engagement and wedding day photography. Include premium features like a custom wedding album, canvas prints, and a digital gallery to share with wedding guests, ensuring couples have a complete photography experience.

Family portrait package (Holiday cards)

Families often seek photography services for special occasions like holiday cards, to generate a stable income. 

  • Holiday mini-session package: Craft packages for holiday-themed family photoshoots. Include a quick, festive session, customized holiday card designs, and digital images for easy sharing with loved ones during the holiday season.
  • Seasonal portrait package: Expand the concept beyond the holidays by offering a series of family sessions throughout the year, capturing the changing seasons and creating opportunities for unique, customized family cards or albums that celebrate each season.
  • Client-centric approach: Clients have different needs and budgets. By offering tailored packages, you cater to a wider audience and provide options that suit individual preferences.
  • Competitive edge: Staying attuned to market trends allows you to adapt and innovate. This helps you stand out in a competitive photography industry by offering unique or trending services.
  • Maximizing sales potential: Different clients may require different levels of service or product integrations. By customizing packages, you can maximize your sales potential through upselling and cross-selling.
  • Client retention: When clients find packages that meet their specific needs, they are more likely to return for future photography needs and recommend your services to others.
  • Flexibility in pricing: Adapting packages allows you to adjust pricing to reflect the value of your services and meet the expectations of clients in varying market segments.
  • Staying relevant: The photography industry evolves with new styles, technology, and preferences. Adapting packages ensures that you remain relevant and can address emerging trends.
  • Feedback and improvement: By offering diverse packages, you can get feedback from your clients about what works best for them. This feedback can inform future package adjustments and improvements.
  • Market expansion: Adapting packages to emerging markets, such as virtual events or specialized niches, can open up new revenue streams and broaden your client base.

As photographers, you are in a unique position to enhance your revenue by implementing these package tips. These insights and strategies offer you a roadmap to not only create appealing packages but also boost your revenue in a dynamic and competitive industry.


  • Amanda W

    Amanda is the Content Marketing Specialist at Zenfolio and the Owner/Photographer of Wild Orchard Studios photography. A BFA graduate from Maine College of Art and Design and professional Portrait, Family, and Branding photographer for over 10 years, she thoroughly enjoys drawing from her experiences to guide new photographers as they are starting out. Amanda lives in the wilds of Maine with her husband and two imaginative daughters. If there’s such a thing as too much dark chocolate, she hasn’t heard about it.

*Promotion valid until November 30, 2023 at 11:59 p.m. PST. Promotional discount off the subscription price of a new PortfolioPlus or ProSuite annual plan only will be automatically applied at checkout with code CYBERNOV75. Discount applies to the first year only. Cannot be combined with any other promotion.

Create your photography website in minutes.